TV ADVERTISING WITH A TASTE OF ITALY: BRANDS LIKE FERRERO, APEROL, FIAT AND GUCCI CONQUERED THE WORLD

16. 2. 2026 It’s gloomy outside, and even in Italy, where the XXV Winter Olympic Games are underway, the weather isn’t looking much better. Still, Italy has its unmistakable, unique atmosphere, one that resonates emotionally and can be conveyed from the screen into our homes through TV ads that feel warm, gently slow down time, and celebrate not just the product but the lifestyle around it. But what about Italians? What is the history of Italian advertising, what makes it distinctive, and which Italian brands have conquered the world through TV ads?

SUMMER-FLAVOURED TV ADVERTISING: AD SPOTS FILLED WITH SUN, SEA AND CHEERFUL VIBES ENCOURAGE SHOPPING

2. 9. 2025 Summer has come to an end, but even a few rays of sunshine can keep the summer mood alive. The flood of summer-themed TV commercials is gradually fading, and so is the effort by brands to tap into the specific consumer behaviour typical of the warmest season of the year—one devoted to experiences and relaxation.

SUMMER-FLAVOURED TV ADS: FASHION BRAND SPOTS ARE ALL ABOUT FLOWING SKIRTS AND ROMANCE

31. 7. 2025 Fashion brands use the summer season to present themselves to customers in an emotive light. Their summer campaigns often depict an ideal world where every outfit fits naturally into a perfect holiday day filled with the scent of sun and sea. Television adverts are usually visually impressive, often accompanied by catchy music and dynamic editing that evokes movement and life. In summer more than ever, fashion is part of lifestyle – and advertising knows how to take advantage of this.

WHEN FASHION SLOWS DOWN: HOW CAN BRANDS COMMUNICATE SUSTAINABILITY WITHOUT OVERUSING WORDS LIKE ‘ECO’ AND ‘GREEN’

25. 7. 2025 Slow fashion is no longer just a manufacturing philosophy – it is becoming a new language of fashion communication. Whereas seasonal trends once dominated advertising, today more and more brands are leaning towards a calmer, more thoughtful narrative. Instead of products, they present stories; instead of sales, they show manufacturing processes. Campaigns feature documentary aesthetics, quiet activism and artistic installations. Sustainability is not just a theme here, but also a form of expression – based on authenticity, a relationship with clothing and respect for time. This is where the inspiration for marketers lies: that less can mean more if a brand decides to speak clearly, honestly and with confidence in the intelligence of its audience. H&M – Conscious Collection (2011) Swedish clothing company H&M is considered one of the leaders in the global fast fashion scene, so it comes as no surprise that, like other companies in a similar position, it faced growing criticism for its negative environmental footprint with the arrival of the new century. The long-term Conscious Collection campaign, first launched in 2011, thus fulfils two key objectives: firstly, it responds to the criticism, and secondly, it seeks to appeal to new generations of customers who think fundamentally differently about sustainability than their predecessors. As part of this campaign, H&M launches a collection made from sustainable materials every year, seeking to demonstrate that even fast fashion can be conscious. Visually, the campaign draws on the aesthetics of high fashion editorials and haute couture: the spots are dominated by detailed shots of textures, slow-motion images of the production process and natural motifs that contrast with the modern cut of the clothing. Over time, the basic collection has been complemented by the premium Conscious Exclusive line, which relies on short fashion films featuring leading international models such as Giedrė Dukauskaitė and Rianne Van Rompaey for its promotion. H&M clothing is commonly perceived as an affordable alternative, and with these campaigns, the company is trying to show that it can offer something more.

16 BRANDS ENTERED THE CZECH MARKET THIS YEAR, INCLUDING WOOLWORTH AND BLUKIDS

27. 6. 2025 In the first half of the year, 16 new brands entered the Czech market, dominated by fashion and gastronomy.

BATTLES ON THE CATWALK AND TV SCREEN: ADVERTISING BATTLES BETWEEN FASHION GIANTS ZARA AND H&M

10. 4. 2025 In the world of fashion, it’s no longer just about what hangs on the rack. Brands compete for attention in a world overwhelmed by advertising, fast fashion and ever-changing trends. The TV campaign is becoming a tool to stand out from the crowd, engage customers and convince them of the brand’s meaning and value. Zara and H&M have completely different strategies. And perhaps it is these differences that hold the key to their success.

TV ADS AND FASHION: ART AT THE SERVICE OF FASHION BRANDS

2. 9. 2024 Fashion, art, and advertising are a triangle of creative worlds that influence and inspire each other. TV ads that combine the prestige of works of art with the individuality of fashion brands have the chance to impress with their originality and freshness.